It’s really important to get very clear on what you actually sell.
What is the customer actually buying from you?
Let’s jump in!
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I bet you’re thinking, well, I know what I sell.
For me, I could say that I sell websites and web design. But no, that’s not what I sell. That’s what I DO.
It’s really important to get very clear on what you actually sell.
You might think that you sell consulting HR or web design, but that is not it. That is the service you provide. We’re not talking about the service you provide, but rather the outcome, the result for your clients.
What is the customer actually buying from you?
Simon Sinek said that people don’t buy what you do, they buy why you do it. That sounds great in theory, but that’s not actually true. What people really do is buy what it will do for them. What’s in it for me?
I know a lot of people are probably thinking that not everybody is so selfish. But it’s not about being selfish. That’s just how we are as humans.
Let’s use Apple as an example – because Simon actually uses this as an example to explain this phenomenon in his video. So basically he said that when Apple was getting started selling their products, they could have said, “we make great computers. They’re beautifully designed, simple to use and user-friendly. Want to buy one?” That’s boring. That’s not relatable.
So then he said, what Apple says instead is that “everything we do we believe in, and we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?” Simon believed this proves that people don’t buy what you do. People don’t buy what you do. People buy why you do it. But that is not true.
Like I said, people buy what it will do for them. No one really cares that Apple thinks differently. But what they do care about is that having an iPhone puts them in the same bucket. So they become the one who thinks differently. They become part of this cool group. The thinking differently group, the innovators, the creators, the creatives. That’s why they buy Apple products. That’s the whole premise behind creating a brand that really speaks to your clients.
Why are they truly buying from you? What are you really giving to them?
Apple makes them innovators. Apple makes them creative. Apple makes them cool by buying their products. That’s why they buy Apple products.
When it comes to non-profits, for example, it might make people feel like they’re donating to this cause. And in turn, that they are truly helping. People feel deeply connected to that and they feel like they are really part of it.
Knowing what you sell goes hand in hand with the brand.
WATCH THE VIDEO ABOVE FOR MORE!
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